Winnebago re-brands as Avida

After more than 30 years selling Winnebago-branded RVs in Australia, the NSW manufacturer behind one of Australia’s most popular motorhomes is changing its name to Avida.

The move comes after Iowa-based Winnebago Industries, which has been manufacturing motorhomes in the US since 1966, won a court battle last year against local manufacturers and dealers using their brand name.

The court ordered the cancellation of the Winnebago trademark in Australia, although the 11 Australian dealers named in the court action had until September 2013 to rebrand their businesses.

Winnebago Australia spokesperson, Max Mayo, said although Winnebago dealers would continue to sell remaining Winnebago stock until at least September, it was decided to accelerate the launch of the new brand in time for this year's RV show season, which includes next week’s South Australian Caravan, Camping and Outdoor Adventure Show.

He said those who have placed an order for a Winnebago prior to March 1 will still receive a Winnebago motorhome, unless they choose to have the latest Avida-branded version.

While Winnebago Australia is still set to appeal the Federal Court decision on March 26, Mayo said regardless of the decision, Winnebago motorhomes will no longer be produced in Australia from March 1.

To help provide “credibility to the Avida brand”, the  new company will adopt the tagline “The maker of the Australian Winnebago”, although it won’t be able to do this after September if it loses the appeal.

Apart from a new exterior look including Avida signage and decals, the existing range of Winnebago campervans and motorhomes will be largely carried over as “rebadged Winnebagos”, including no change in pricing.

However, some models like the upmarket Esperance and Ceduna motorhomes, will have significant changes including updates to interior decor, furniture, lighting, and layouts. Buyers will also be able to choose from more interior trim and colour options – 13 in total.

Nine Avida-badged models will be on display at the South Australian Caravan Show at Adelaide Showground from February 20-24, while Winnebago dealers around Australia will start receiving the new motorhomes in coming weeks.

“Avida-decaled vehicles will be rolling out at the end of February to our dealers,” he said.

Mayo said it's also “more than likely” dealers will be offering more enticing ‘run-out’ deals on remaining Winnebago stock, similar to the recent $8000 factory rebate.

It's also possible some of the remaining Winnebago motorhomes would be snapped up as collector items by nostalgic motorhomers.

“There may be demand for the last Winnebagos, being the last Winnebagos sold,” he said.

While admitting the motorhome market in Australia “is pretty poor at the moment”, Mayo said Winnebago accounted for a market-leading share of around 40 percent of the estimated 1000 motorhomes produced in Australia in 2012.